Carat: Diageo

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increase of female artists streamed through Spotify

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people driven to the Equalizer experience with over 193,000 playlists created

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increase in people believing Smirnoff makes a difference to gender bias in music

Challenge

Data from Spotify showed that the top ten streamed tracks on the platform were by male artists.

While people were beginning to wake up to gender disparity in music, listening habits were not reflective of this change.

Solution

Users connected their Spotify accounts through the Equalizer, to see how equal their listening habits were.

The Equalizer provided users with an equalized playlist based on their preferences.

A slider allowed users to add more female artists, which they could share on social to promote and encourage female artists.

Result

We’ve moved one step closer to achieving gender parity in music and will continue to empower the transformation of listening habits at scale; increasing the number of opportunities for women artists to be heard on the worldwide stage.

+52% increase of female artists streamed through Spotify.

+604,000 people driven to the Equalizer experience with over 193,000 playlists created.

+113% increase in people believing Smirnoff makes a difference to gender bias in music.

Carat

Carat is the world’s first media agency and is the largest media agency network in DAN. Having pioneered the sector Carat has been redefining the value that media delivers for clients’ business ever since. Carat has a strong heritage in consumer insight and strategy and has been named #1 agency in all qualitative measures for 10 out of the last 11 RECMA reports. Carat’s focus is continuing to pioneer in consumer insight and strategy, understanding and activating real people in media to drive performance for brands.